Newsen, Kmedia reported that HYBE has applied for a trademark for “Borahae” with the Korean Intellectual Property Office on June 4, recognizing that the issue was serious. This is an official company response to the recent controversy over nail brand Lalalees’ attempt to register “Borahae.”
“Borahae” or “I Purple You” has been a part of BTS and ARMY’s history since 2016, when V’s coined the term explaining its meaning and what he wants it to represent. The members have used the term during concerts, live streams and even during some interviews to end the interview.
“Borahae” is a word coined by BTS’V in 2016 at a fan meeting. “Borahae” is used by both BTS and ARMY to represent their loyalty and love to each other and to also mean “I love you.” Purple is also a color to symbolize BTS as many collaborations that BTS have signed onto have used the color to represent the members. Four years ago on November 13, 2016, Kim Taehyung aka V coined the term “I Purple You” translating to “Borahae” in Korean. He said
“Do you know what purple means? Purple is the last color of the rainbow colors. Purple means I will trust and love you for a long time… I just made it up. I wish I can see you for a long time. Just like the meaning of purple… we’ll always trust you and go up the stairs with you. You don’t need to help us all the time. You can now hold our hands and follow us now. We’ll go up really high. I’ll make it nice. Thank you so much for allowing us to have a fan meeting, in this kind of big place, A.R.M.Y I love you!” V
Due to repeated attempts by companies and individuals to gain monetary benefits from ‘Borahae,’ fans have been strongly appealing to HYBE to protect “Borahae“ as well as its English version, “I purple you“ this is especially after hawk eyed ARMY found a cosmetic company was trying to register to trade mark the name “Borahae”
After the backlash from BTS ARMY, the cosmetic company, Lalalee, apologized for trying to trademark “Borahae (I Purple You)” and announced that they will withdraw the application on 31st May 2021 and issued a statement expressing their apologies to the fans for causing major concern.
“We deeply apologize for causing concern to fans who love BTS due to our trademark application for the Purple Sea, which we applied for in September 2020. For the sake of the development of K-pop, we have decided to give up the trademark application for purple. We will deal with this as soon as possible.” Lalalee’s statement read
A HYBE official told Newsen the reason for the registration,
“As with the recent case with Lalalees, we are aware of the continued attempts to use or get the rights to express trademarks associated with HYBE or HYBE artists. The company is doing its best to secure the right so that other companies can’t monopolize and own the rights and words related to our artists. This trademark registration is also part of that reason.”
It was also revealed why HYBE hadn’t registered the word “Borahae” prior to the Lalalees controversy. The HYBE official said
“In the case of ‘Borahae,’ the phrase is occasionally used for design, so we didn’t proceed with the trademark application bc it wasn’t used as a trademark to indicate the source of the product.” SOURCE
In a recent live stream, after seeing so many purple hearts on the stream, SUGA suggested that the agency should copyright the term in V’s name and then V went on to say jokingly but with a serious face
“Big Hit, if you make something purple from here on out, give me some royalties. “I Purple You” V
BTS screaming to fans “Borahae” The term of endearment for ARMY is a solid foundation of a relationship that has lasted for and will last for a long time to come. Hopefully the company can protect what fans find is their little comfort with BTS every time either of them say “Borahae” or “I Purple You”